PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH Chapter 1    Introduction to Marketing Research Chapter 2    Defining the Marketing Research Problem and Developing an Approach   PART II: RESEARCH DESIGN FORMULATION Chapter 3    Research Design Chapter 4    Exploratory Research Design: Secondary Data Chapter 5    Exploratory Research Design: Qualitative Research Chapter 6    Descriptive Research design: Survey and Observation Chapter 7    Causal Research Design: Experimentation Chapter 8    Measurement and Scaling: Fundamentals and Comparative Scaling Chapter 9    Measurement and Scaling: Noncomparative Scaling Techniques Chapter 10    Questionnaire and Form Design Chapter 11    Sampling: Design and Procedures Chapter 12    Sampling: Final and Initial Sample Size Determination PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING Chapter 13    Field Work Chapter 14    Data Preparation Chapter 15    Frequency Distribution, Cross-tabulation, and Hypothesis Testing Chapter 16    Analysis of Variance and Covariance Chapter 17    Correlation and Regression Chapter 18    Discriminant and Logit Analysis Chapter 19    Factor Analysis Chapter 20    Cluster Analysis Chapter 21    Multidimensional Scaling and Conjoint Analysis Chapter 22    Structural Equation Modeling and Path Analysis Chapter 23    Report Preparation and Presentation Chapter 24    International Marketing Research Running Case: Dell Comprehensive Critical Thinking Cases Data Analysis Cases with Real Data Comprehensive Cases with Real Data Comprehensive Harvard Business School Cases